Podsumowanie odcinka
Brett Gordon is a Professor of Marketing at Stanford University's Graduate School of Business. He sat down with Haus’ Chief Scientist Joe Wyer, CMO Olivia Kory, and Head of Science Strategy Phil Erickson to discuss his landmark research around advertising measurement, including his “close enough” paper and “predictive incrementality with experimentation” (PIE) paper. (Both are essential reading around Haus — in fact, we hand it out to new hires.) In this episode, they dig in to: Brett’s background (1:04) Brett’s landmark “close enough” paper (5:09) Why marketing data is so bad (15:45) Brett’s “Predicted Incrementality by Experimentation” (PIE) paper (20:09) What marketers can learn from the PIE paper (24:34) Attribution is biased…but can we learn from that bias? (28:30) Generalizing PIE using experiments (31:06) About Brett: Brett Gordon is the Robert A. Magowan Professor of Marketing at Stanford University’s Graduate School of Business. His research focuses on pricing, advertising, promotions, retailing,…
Brett Gordon is a Professor of Marketing at Stanford University's Graduate School of Business. He sat down with Haus’ Chief Scientist Joe Wyer, CMO Olivia Kory, and Head of Science Strategy Phil Erickson to discuss his landmark research around advertising measurement, including his “close enough” paper and “predictive incrementality with experimentation” (PIE) paper. (Both are essential reading around Haus — in fact, we hand it out to new hires.) In this episode, they dig in to: Brett’s background (1:04) Brett’s landmark “close enough” paper (5:09) Why marketing data is so bad (15:45) Brett’s “Predicted Incrementality by Experimentation” (PIE) paper (20:09) What marketers can learn from the PIE paper (24:34) Attribution is biased…but can we learn from that bias? (28:30) Generalizing PIE using experiments (31:06) About Brett: Brett Gordon is the Robert A. Magowan Professor of Marketing at Stanford University’s Graduate School of Business. His research focuses on pricing, advertising, promotions, retailing,…
Odcinki
Can A Model Predict Incrementality?
SłuchaneBrett Gordon is a Professor of Marketing at Stanford University's Graduate School of Business. He sat down with Haus’ Chief Scientist Joe Wyer, CMO Olivia Kory, and Head of Science Strategy Phil Erickson to discuss his landmark research around advertising measurement, including his “close enough” paper and “predictive incrementality with experimentation” (PIE) paper. (Both are essential reading around Haus — in fact, we hand it out to new hires.) In this episode, they dig in to: Brett’s background (1:04) Brett’s landmark “close enough” paper (5:09) Why marketing data is so bad (15:45) Brett’s “Predicted Incrementality by Experimentation” (PIE) paper (20:09) What marketers can learn from the PIE paper (24:34) Attribution is biased…but can we learn from that bias? (28:30) Generalizing PIE using experiments (31:06) About Brett: Brett Gordon is the Robert A. Magowan Professor of Marketing at Stanford University’s Graduate School of Business. His research focuses on pricing, advertising, promotions, retailing,…
What To Do After a Bad Incrementality Test Result
SłuchaneYou see success stories about brands that have leveraged incrementality testing to transform their business. While these are inspiring, they conceal an inescapable reality of executing a high-impact incrementality testing program: Sometimes, test results will bum you out. In our latest episode of Open Haus Playbook, Haus Measurement Strategists Dean Gordon and Ike Armstrong sit down to talk about that difficult moment when you get a test result that “punches you in the chin.” First, they outline ways to frame that poor test result in a way that's productive — not just to your marketing org, but also to the finance team and the C-suite. Then they lay out their playbook for next steps after a less-than-stellar result. They’ll share some tactical testing ideas that can build upon this baseline result and turn it from a disappointment to the start of improved media performance.In this episode:Intros, and defining “bad" results (1:22)The different types of disappointing test results (4:37)Reframing a “bad” test…
Incrementality Testing at Scale: Lessons from Newton CMO Aaron Zagha
SłuchaneNewton CMO Aaron Zagha was early to Amazon when DTC brands were still allergic to it. He was early to influencer marketing when nobody had figured out how to measure it. And he was early to incrementality testing when most CMOs were still trusting last-click attribution and in-platform ROAS. As CMO of Newton Baby, Aaron didn't just build a brand; he helped invent a category, convinced parents that purchasing a baby mattress required research and thought, and scaled the company to an acquisition by Resident (Ashley Home Furniture). Along the way, he quietly became one of the most analytically rigorous growth marketers in DTC. In this episode of Open Haus, Aaron joins Haus CMO Olivia Kory to walk through his full journey: from a finance background that gave him an unusual obsession with measurement, to the scrappy early days of Newton Baby, to their exit — all while taking us blow-by-blow through the experiments and hard-won lessons that made the difference. Aaron also explains how, with Haus, Newton Baby…
How to Find The Marginal Efficiency of Your Marketing
SłuchaneWe brought back Dean Gordon to break down the spend-level tests that help you find the marginal efficiency of your marketing. If you like to roll up your sleeves and get nerdy with test design, this is the episode for you. Table of contents: – What is a spend-level test? (1:45)– What are the different types of spend-level tests? (5:42)– The most scientifically rigorous spend-level test (8:21)– A spend-level test that minimizes account disruption (10:39)– The easiest spend-level test to pull off (15:10)– The least disruptive spend-level test of all (17:12)And if you missed Dean's first episode all about channel diversification, watch it here: https://www.youtube.com/watch?v=4kWmBbEwdBo This is our inaugural episode of Open Haus Playbook — bite-sized episodes that get tactical about more advanced measurement concepts. If there’s a topic you’d like us to cover, don’t hesitate to let us know.
The Modern Marketing OS: Live with Zach, Olivia, and Greg
SłuchaneIn our latest episode of Open Haus, CEO Zach Epstein, Chief Strategy Officer Olivia Kory, and VP of Product Greg Dale sit down to talk about the next evolution of the Haus platform. First, Olivia outlines some of the unique challenges marketers face today and how the agentic era presents both opportunities and further complications. Then, Zach and Greg dig into the what Haus has been building to give marketers the systems they need to win the agentic era. A lot of ground is covered — here's the breakdown: - Why marketing is harder than ever (2:09) - It’s a new era at Haus — here’s what that means (7:19) - Introducing Architect (11:00) - How signal, context, and action work together (19:55) - Haus ColdStart (23:43) - Causal MMM expansion (25:23) - Incrementality Index (28:58) - Causal Attribution (31:08) - Haus MCP (36:16) - More detail on Architect (37:55) - Common objections to agentic decisioning (47:15) - Q&A (50:35)